Jurnal Ilmiah Mahasiswa Manajemen
Vol 2, No 3 (2013)

PENGARUH DISTRIBUTION INTENSITY, ADVERTISING, DAN SALES PROMOTION TERHADAP BRAND AWARENESS, DAN BRAND EQUITY PADA PRODUK SUNLIGHT DI SURABAYA

GUSTIAN, . (Unknown)

Article Info

Publish Date
19 Nov 2013

Abstract

Research carried out aimed to determine the impact of distribution intensity, advertising, and sales promotion on brand awareness, and brand equity on Sunlight product in Surabaya. This research uses structural equation modeling (SEM) method. Sampling technique in this research is sampling purposive. This research uses sample of 150 respondents. Characteristics of the sample are people who know Sunlight product and advertisement. The results showed that distribution intensity has positive effect on brand awareness. Advertising has positive effect on brand awareness. Sales promotion has positive effect on brand awareness. Brand awareness has positive effect on brand equity.

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Journal Info
Jurnal Ilmiah Mahasiswa Manajemen
Website

Abbrev

JUMMA

Publisher

Universitas Katolik Widya Mandala Surabaya

Subject

Decision Sciences, Operations Research & Management

Description

Junral Ilmiah Mahasiswa Manajemen (JUMMA) merupakan jurnal ilmiah yang diterbitkan oleh Program Studi Manajemen, Fakultas Bisnis, Universitas Katolik Widya Mandala Surabaya untuk memberikan wadah kepada para mahasiswa Jurusan Manajemen dalam menuangkan pemikiran-pemikiran demi perkembangan ilmu ...